An examination of the relationship between number of alternatives and satisfaction to the selected item

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A large number of alternatives sometimes reduce consumers' satisfaction to the selected item (choice overload). This study investigated the effects of the physical properties of choice and the personality trait of participants on the choice overload. The results showed that participants evaluated more positively a large number of alternatives than a small number of alternatives. On the other hand, the effect of the number of alternatives was disappeared when participants were asked to report their own satisfaction to the selected item. Moreover, this pattern of the results was not varied when there was a substantial delay before conducting choice behavior and when choice behavior was to be repeated 40 times.